Strategy: Make Matchbacks a Routine
There are an increasing number of records that can’t be matched to mail files. This is the result of increases in search and affiliate marketing on the Web. Since these customer names tend to be weak, companies are reducing the number of catalogs they mail to these customers.
This puts a premium on matchback programs that not only provide response reports, but also identify which customers are responding to a catalog mailing and which ones are coming from non-mailed sources or offers. Those responding to a catalog mailing then are put on a contact strategy appropriate for catalog responders, while the non-matches are sent two more catalogs at most. To accomplish this, the information should be brought back into the file so that when you “pull” customer records for a mailing, you can tell the difference between Web buyers and Web buyers driven by a catalog mailing.
- Companies:
- Lett Direct Inc.